The Leonidas story
A true chocolate revolution
Explore the extraordinary story behind Leonidas' renowned chocolates, travelling from Greece to Belgium, and even to the United States. This saga is marked by passion, perseverance and ingenuity, qualities that have always been at the heart of the company. The efforts and talent invested have been generously rewarded, raising the reputation of the Leonidas company to a global scale.
A family history
Over a century ago, Leonidas Kestekides broke new ground by creating the first praline, laying the foundations for the contemporary chocolate experience. Over the generations, the Kestekides family has shaped the identity of Leonidas chocolate, transforming the business into a thriving family success story.
What began as a modest shop with a sash window displaying pralines on the sill is now a global brand with over 1,200 stores. Leonidas' delicious creations are now a household name. Explore the history of this chocolate revolution here.
The history of Leonidas in a few key dates.
1882 : THE BIRTH OF A SWEET SUCCESS STORY
Anatolia Leonidas Georges Kestekides was born in Nigde, Turkey, marking the beginning of an exceptional destiny. At the time, no-one could have predicted that Leonidas Kestekides, guided by his passion, would make his dreams come true. In his youth, accompanied by his brother Avraam, Leonidas chose to sell granitas and other sweet treats on the streets. It was a time of political and economic turmoil in Greece, and the two brothers found a way to make a living by selling these sweets. This sweet initiative thus became their key to survival.
1900 : GRANITAS IN THE UNITED STATES
At the age of 18, the ambitious Greek swapped granitas for wine, launching the marketing of the precious nectar in Italy. But his luck ran out. An accident involving one of the lorries carrying his uninsured barrels of wine left him ruined. Despite this, Leonidas Kestekides did not give up. Driven by ambition, he made a bold decision to try his luck in the United States, pursuing his American dream and his hope of prospering in the Promised Land. It was then that he turned his passion into a profession, becoming a pastry chef and confectioner.
1910 : FROM NEW YORK TO GHENT, FOR LOVE
How did this talented Greek end up in Belgium? In 1910, ten years later, Leonidas Kestekides joined the Greek-American delegation at the Brussels World Fair. He exhibited his confectionery and pastry creations to 13 million visitors. The fruits of his efforts soon became apparent: Leonidas won the bronze medal, the work of Godefroid Devreese. His success attracted a lot of attention, especially from the charming Belgian Joanna Emelia Teerlinck. Did she succumb to his sweet delights, or was it he who couldn't resist her elegant figure and porcelain complexion? Either way, Leonidas married Joanna in 1912, and the couple settled in Ghent.
1913 : OPENING OF THE FIRST TEA-ROOM
Triumph in 1913: At the Universal Exhibition in Ghent, Leonidas Kestekides shone once again. He proudly presented his new creations to the visitors, winning the gold medal and a commemorative diploma on 27 October. It was a successful year for Leonidas. He decided to open his first tea-room at 34 Veldstraat in Ghent, with Joanna. There, they sold pastries, sweets and ice cream. Despite the temporary closure due to the German invasion in 1918, Leonidas noticed that the bourgeoisie was still looking for small pleasures. So he made a sensational comeback. In addition to the tea-room in Ghent, he opened a "Tasting room and cold buffet" in Blankenberge, a very fashionable coastal town at the time. The town was popular with the bourgeoisie for its elegant shops and casino. Leonidas' second tea room was located on the ground floor of the famous Lion d'Or hotel.
1922 : BASILIO KESTEKIDES JOINS THE COMPANY
Family expansion in Belgium: While Leonidas is enjoying success with Joanna in Belgium, the political situation in Greece is getting darker. Leonidas' exploits reach the ears of his family back in Greece, who decide to join him in Ghent. The members of the Kestekides family all played a crucial role in the development of the brand, especially Basilio, Leonidas' nephew. He learns the art of pastry-making and confectionery from his uncle. The pairing works perfectly: one excels as a born salesman, while the other shines with his creative spirit. A mentor-student relationship blossomed between the two men, giving rise to a range of delicious pralines.
1924 : CONQUERING BRUSSELS
After winning over Ghent and Blankenberge, Leonidas set out to conquer Brussels. The management of the Ghent shop was entrusted to his family. Leonidas and Basilio open a new tea-room in the Rue Delvaux in Brussels, called the "Pâtisserie Centrale Leonidas". Together, they do everything they can to establish Leonidas' presence in the capital.
1935 : THE SASH WINDOW, THE HOUSE'S TRADEMARK
Basilio and Leonidas receive a warm welcome in Brussels. At night, Basilio makes his delicious pralines in a small workshop near the Grand Place.
In the morning, he travels around the city in his horse-drawn cart to offer his creations to the faithful public. Everything went smoothly until the police intervened, forcing him to sell his products in a shop. Basilio rented a space at 58 Boulevard Anspach, but it was so cramped that there was no door opening onto the boulevard. True to his ingenuity, Basilio found a solution by displaying his sweets on the windowsill, selling directly to passers-by through a sash window. It was a revolutionary idea! Basilio sells up to 35 kilos of sweets a day, taking them straight from the workshop to the shop window, without compromising on freshness or time. And above all, at half the price of its competitors. This is how the sale through the sash window was born, which would later become the distinctive signature of Leonidas.
1937 : OFFICIAL REGISTRATION OF THE BRAND
Basilio takes the initiative and offers the brand and logo to his uncle. Leonidas gradually delegated operational responsibilities and brand management to Basilio. In 1937, Basilio registered the Leonidas brand with the City of Brussels. He decided to name it after his uncle and chose the Greek warrior Leonidas I, King of Sparta, as his logo, a gesture in homage to his uncle. This was the starting point for the logo we recognise today.
1950 : A LUXURY PRODUCT FOR EVERYONE
Faced with the Second World War, Leonidas overcame the challenges. Basilio took the initiative to buy cocoa and make his own chocolate, elevating Leonidas to the status of a symbol of success.
On 20 February 1948, fate struck hard with the death of Leonidas Kestekides. Despite this loss, Basilio remained determined to make the luxury product accessible to everyone. Anticipating the growing demand for Leonidas chocolates, Basilio enlisted the help of his younger brother Alexandros Kestekidis, father of the current President Vasiliki, and his older brother Jean-Yani Kestekoglou, father of Mrs Maria and Mr Dimitrios. They moved to Belgium with their wives to help build the current reputation of the Leonidas brand.
Initially, they expanded the workshop and increased praline production. The aim of this strategy was to maintain affordable prices, which necessitated an increase in production. Alexandros Kestekidis innovated by making tools to shape marzipan into fruit, tools that are still in use today. He also took charge of developing new small machines to automate praline production. These machines paved the way for the creation of new flavours, expanding the range of pralines available. Basilio moves to 46 Boulevard Anspach for a larger space, where there is still a Leonidas shop today.
1966 : 100 GRAMS FOR JUST 10 FRANCS!
Pralines take off in Brussels: Basilio's handmade pralines are a resounding success in Brussels. Their exceptional quality combined with affordable prices won over customers. At the time, a 100-gram box was available for just 10 Belgian francs, or 25 eurocents. This appeal attracted many entrepreneurs who sought to work with Leonidas, leading to a rapid proliferation of shops across the city.
1970 : EUROPEAN EXPANSION
On 2 April 1970, following the death of Basilio, his brothers Alexandros and Ioannis founded "Confiserie Leonidas SA". After Basilio's death, Alexandros asked Jean-Yani Kestekoglou to take over the management of the company, a role he held until 1985. His eldest nephew, Yanni, their sister's son, supported him in this role until Jean-Yani's death in 1999. During this period, Alexandros took on the role of President of Leonidas, constantly exploring new tastes.
Jean-Yani's main objective was to develop the presence of Leonidas shops beyond Belgium, particularly in Luxembourg, the Netherlands and France. Leonidas pralines are addictive from the moment you taste them. The chocolate, with its exceptional finesse, conquers every palate. Production capacity is increased, and Confiserie Leonidas SA acquires the former Crown-Baele factory in Anderlecht, Boulevard Graindor 41-43, which remains the company's headquarters today.
1980 : THE ARRIVAL OF THE ICONIC MANON
The Manon, now famous, coveted, sought-after and in demand, has a unique history. In its early days, the Manon was filled with a nougatine-based preparation, topped with a nut and coated with a layer of sugar. It was Yanni Kesdekoglou, a member of the Leonidas family, who revolutionised the recipe. Yanni created a world first by replacing the sugar with white chocolate, a brilliant idea when nobody else in the world was making white chocolate pralines at the time. The walnut was replaced by a hazelnut, offering advantages in terms of roasting and preservation. Finally, the nougatine was replaced by the famous butter cream. This new recipe gave rise to the Manon we still enjoy today. Until 1983, the Belgian government maintained the price of Leonidas pralines at the same level as bread and milk, because they were considered a basic necessity.
1985 : CONTROLLED EXPANSION
Despite a steady increase in production, Leonidas takes the exceptional step of publicly asking interested parties to stop submitting applications to open new shops due to insufficient production capacity. This action reflected the growing popularity of Leonidas products and the desire to maintain quality despite high demand.
In 1985, due to health problems, Jean-Yani Kestekoglou retired from the management of the company, leaving the third generation to take up the reins. His daughter, Maria Kesdekoglu-Kestekides, took over the running of the company alongside her first cousin, Yanni. In 1992, her first cousin Vasiliki Kestekidou joined them, and together they managed the company. In 2004, Dimitrios Kestekoglou, Maria's brother and an ophthalmologist by profession, decided to join the management team to help continue the family legacy.
At the beginning of 2004, he took over the management of Leonidas as Managing Director, paving the way for the transition from family to professional management. In 2005, he proposed the creation of an internal audit committee, assisted by an internal auditor, of which he was a member. He was Chairman of the Board of Directors in 2004, 2006, 2008 and from 2011 to 2014. Currently, Mrs Maria, President Vasiliki and Mr Dimitrios all sit on the Leonidas Board of Directors, and their children are preparing to take over.
2000 : INTERNATIONAL DIMENSION
To meet growing consumer demand, Leonidas expands its operations by acquiring the building previously occupied by the Bel cheese dairy in Rue des Bassins in Anderlecht. At the same time, Leonidas continues to expand in the United States and Asia.
2005 : A NEW LOOK FOR THE BRAND
Leonidas shops undergo an aesthetic transformation, marking the disappearance of the sash window. Across the world, all the shops adopt a new style. Inside, Leonidas is opting for a colour palette that reflects the authenticity and values of the brand. The new design, warm and harmonious, highlights quality, expertise, experience and authenticity. Whether you shop in a Leonidas shop in Brussels, New York or Paris, you'll always feel the same modern, friendly atmosphere, creating a seamless experience wherever you are.
2005 : A GOURMET ALLIANCE
The harmonious alliance of coffee and pralines came to life with the opening of the first Leonidas Chocolates & Café in Brussels in 2005. This concept, now rolled out internationally, offers an experience where you can enjoy a cup of exquisite coffee, handmade chocolates and velvety chocolate milk.
2013 : ROYAL DISTINCTION
On 15 November 2013, His Majesty King Philippe of Belgium announced his list of Court Patented Suppliers, in which Leonidas features in recognition of its excellence in quality and affordability. This distinction underlines the dedication and effort of all the people who have contributed to the success of the Leonidas brand.
2021 : SUSTAINABLE COMMITMENT
Since 1 October 2021, Leonidas has adopted the use of sustainable cocoa in the manufacture of its pralines. This transition is a natural part of the brand's vision, which since 1913 has aspired to create moments of happiness for everyone through chocolate. Thanks to this certification, the living and working conditions of 2,450 cocoa farmers and their families have been improved. By guaranteeing a decent and stable income for farmers, Leonidas is contributing in its own way to a better world for mankind and the planet. In order to make Leonidas chocolates accessible to everyone, the brand fully covers the costs associated with this commitment to sustainable cocoa, without increasing prices in shop.
2023 : AMBITION REALISED
Since joining the family business in 2004, Mr Dimitrios has always dreamed of building a new factory to meet future needs and ensure the company's long-term future. It was finally on 12 December 2023 that the realisation of this dream began, with the laying of the foundation stone for the new factory in Nivelles. This event marked the beginning of a new chapter in the history of Leonidas.